Pole Kvetak

Belarusian linen from the Orsha Linen Mill is a legendary Belarusian brand. Without a structured identity system or even a proper name — only a category — its products still managed to win the hearts of a wide audience. The secret? Uncompromising quality and a broad assortment that made it easy for everyone to find something they loved.

A brand that doesn’t just sell linen products, but represents Belarusian culture, traditions, and national identity on the international stage.

The agency carried out an in-depth analysis of the market, consumers, and competitors, conducted deep-dive interviews with partners, and fully immersed itself in the operations of the mill. Based on this research, the Fabula Branding team developed recommendations for growth, team collaboration, and improving the brand image.

"Natural luxury of simplicity. Natural luxury of authenticity." This is the positioning that presents the brand as a true Belarusian icon.

The love for linen runs deep in the DNA of every Belarusian. Flax has been cultivated here for centuries — used to make clothing, children’s toys, household items, accessories, and decorations. It lives in proverbs and folk sayings, it’s celebrated in songs and the works of Belarusian literary classics.

The mill’s team carries forward the legacy of Belarusian craftsmanship, preserving and evolving the art of working with this unique natural material. Every item carries the labor, love, and care of generations. Every piece is beautiful, a tactile pleasure, and so durable it can be passed down through families — along with the warm memories woven into it. That is true luxury, especially in our hectic, over-consuming times.

That’s how Pole Kvetak came to bloom. Filled with love for the homeland, the name evokes a vivid, emotional, and memorable image.

Pole Kvetak is an authentic space shaped over centuries in Belarus. It grew and flourished, absorbing the stories and traditions of local people. Now it reveals itself fully, transformed by the hands of craftsmen into unique, natural, and beautiful creations. The meanings woven into the name are echoed in the tagline “My Native Flax” — a nod to a well-loved work by classic Belarusian writer Yakub Kolas, known to every Belarusian from school days.

Inspired by the name, the agency team created a legendary brand story, internal and external presentations, and a series of vibrant communications: “Fabrics dear to the heart,” “True values,” “The tender charm of linen,” “The nature of my soul”, and others. Meanwhile, the phrase Belarusian linen was reimagined as a descriptor to clarify the product category.

This recursion inspired the signature design element: the centerpiece of the logo and the foundation of the visual system, where diamonds connect to form patterns reminiscent of traditional embroidery. The visual language combines tactile textures, a calm green palette, and black-and-white landscape photography. The focal point is a minimalist signature typeface.

To kick-start the new brand, the agency developed a Welcome Book, packaging designs, billboards, and other materials. A comprehensive logobook was also created to streamline future brand applications across POSM.

Pole Kvetak conveys genuine emotion and sensory experiences, a sense of safety and care. It’s a brand that is always close by, nurturing comfort and creating beauty at home. And, of course, it’s a Belarusian brand that connects with its audience and inspires love for the homeland.

Fabula Branding carried out a large-scale image photoshoot and created a comprehensive photoguide to support future brand development. The main idea was to convey the presence of a person — even when no one is visible in the frame.

“We started the shoot by carefully selecting locations. It was crucial to strike the right visual balance: stylish, aesthetic shots without looking overly staged, to preserve the brand’s authenticity and warmth. We scouted more than ten studios and interiors to find the perfect settings. At the same time, we curated props that would harmoniously complement the texture and color palette of the products. Every detail was carefully chosen to emphasize the naturalness, tactility, and elegant simplicity of linen”.

“On set, the seamless collaboration with the client’s team and our well-planned process ensured an excellent outcome. The photos vary in character and mood — thanks to smart use of lighting, scenography, and equipment. In some cases, we built entire interiors from scratch to achieve the desired visual effect. But what truly set the tone for the entire shoot was the product itself. Its naturalness, simplicity, and texture filled the space with a cozy warmth, making the images not just beautiful, but genuinely alive.”

The agency developed concepts for the company’s corporate and brand videos. Based on these, atmospheric and inspiring films were created, fully capturing the essence of the refreshed brand.

What did the rebranding bring to the client and the product?

• Belarusian linen evolved into Pole Kvetak, allowing the brand to fully express its values, meanings, and imagery.
• The products embraced a strong national identity, becoming a symbol of Belarusian linen.
• The visual identity and communication strategy now drive recognition and promotion, both in Belarus and abroad.
• The new brand style made the products more appealing to contemporary consumers, encouraging mindful choices in favor of natural materials.

“Creating the Pole Kvetak brand was a major milestone for our mill. We turned to Fabula Branding to help us structure and unlock the full potential of our linen heritage. The agency did an enormous job: conducting in-depth research, immersing themselves in the history and traditions of Belarusian flax craftsmanship, and studying the market and competitors. The result is a clear strategy, a unified communication system, and, most importantly, a brand that truly reflects its soul, authenticity, and connection to our country’s culture”.

“Thanks to Fabula Branding, Pole Kvetak is no longer just a product. It is a story woven into fabric, emotions, and memories. Now, it is ready to carry the beauty of Belarusian linen to new markets, new homes, and new generations”.